Tell us a little bit about your role within the company.
I’m a strategist or planner, depending on where you are and who you’re talking to. I think strategist is a more useful description of what I do, (it also stops it from getting confused with town planning, which happens quite a lot). Strategy a relatively new discipline, so to steal a definition from other, smarter people; we make the work work.
We make sure the creative output of the agency aims to change people and solve problems. That means we understand the client’s business problem and what behaviour needs to be changed to solve that. We then help generate creative work – this could be a social post, logo, brand line, TV ad, or an event. Almost every day brings another opportunity to wrap your brain around a different business, brand, person, problem, and a different kind of solution.
What does an average working day look like?
A lot of meetings; creative reviews, briefings and talking about both of those things with creatives and creative directors. Also chats with clients, sitting down with an account director to talk through a deck, research debriefs, feedback sessions, and conversations with media agencies. In between that I’ll work on presentations and briefs and read – anything to help understand the problems and the world, and to help point the solutions at those things.